Mountain Dew is joining the craft craze with its new DEWshine, expected to hit the store shelves on March 23.
According to USA Today, the beverage giant is taking some grief for going craft. Even though the new drink has yet to hit stores, it's being criticized by some who say PepsiCo is trying to make it appealing to the younger generations, like Millennials, by packaging it in a longneck bottle similar to that of craft beer.
Going "craft" is a hot craze these days, as almost every food and beverage has went that route. There's craft pizza, craft popcorn, craft beef jerky and of course craft beer.
The highly-caffeinated soft drink is already popular among teens and Millennials, but is hoping this craft version in fancy packaging will appeal to them even more.
A single-serve of DEWshine will sell for anywhere betwen $1 and $1.49, while a four-pack will go for $3.99.
Jennfier Ryan, a Mountain Dew spokeswoman, said the clear citrus Dew made with real sugar "is inspired by the brand's roots in the backwoods of Tennessee."
